3 Reasons You Should Focus on SEO at the Start of the Project, Not the End

3 Reasons You Should Focus On SEO At The Start Of The Project, Not The End

Strategic planning is crucial to the success of your digital marketing campaign in Singapore. Most of the marketers make a mistake of introducing SEO at the end of a content marketing strategy, and this hinders them from realizing the full potential of their campaigns. They will finish writing a blog then look for related keywords and sprinkle them into the content.

This approach is entirely ineffective and outdated. If you want to get great results from your online marketing strategy in Singapore, you need to focus on SEO at the start of the project.

Here are three reasons why you should do this.

Keywords will help you to Know Which Content to Create

Most online experiences start with typing keywords in search engines – so should you if you want to reach out to the target audience. Ideally, your content should be inspired by the questions that the users are asking online as well as their needs. Note that questions and comments that are sent to the customer care team do not necessarily reflect the needs and expectations of the digital customers.

Google Keyword Planner is one of the tools that you can use to understand the specific keywords that people are using to looking for information related to your business. With a list of possible keywords at hand, you will be able to brainstorm content ideas and publish the right content on your website outright. The keywords will also help you fill your editorial calendar with content ideas.

Your Keyword Research Should Define your Content

The keyword research will give you a clear perspective of the type of content that is needed, who needs the content, how to create the content, and the stage the searchers are in the buying funnel/journey.

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What type of information is required? If the results of your keyword research show beginner-level information, basic definitions and how-to guides, then the primary intent should be general knowledge acquisition. On the other hand, if the results indicate pricing comparisons, user reviews, product features, then the goal behind the target keyword is to help the users decide on whether to buy the product.

Who Requires the Information? If the search results provide detailed information or highly technical information, the target audience most likely comprises of contributors. If the results are top-level though leadership articles, it’s highly likely that the audience is business executives. Understanding the searchers intent will give you an insight into the persona who is looking for a particular keyword. This knowledge will help you to personalize the content to suit the audience.

Stage of the searcher in the buying funnel: Mostly, keywords that result in introduction-level content are used by users who are still trying to get an understanding of the products. They may not be aware that they have a problem that needs to be resolved. However, if the same keywords result in product and pricing comparisons, the users are aware of the problem and are in the process of deciding to purchase a product that can resolve the problem.

Therefore, conducting a keyword research at the end of the content creation project is like a shot in the dark. Don’t skip this step – it will help you to understand the intent or needs of the searcher thereby helping you to develop content that resonates with the needs of the target customers.

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About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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Search Engine Marketing (SEM)

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